In a world obsessed with rankings, sometimes it’s hard for us SEOs to remember that those rankings are worthless if they’re not accompanied by a high click-through rate (CTR). Why should you care about your organic CTR? Besides the obvious benefit of increased site traffic, Google often rewards higher CTRs with higher rankings. CTRs also pay off with increased brand awareness – the higher your CTR, the higher your ranking, and the better visibility for your brand. In this article, I’ll walk you through seven ways you can use Google Search Console (GSC) to improve your organic CTR. What You’re…

Search results have become more personalized and dynamic over the years, creating a more challenging SEO environment for search and content marketers. But columnist Jim Yu shows how these changes can create opportunities for those willing to do the work.

Both SEO and PPC have their advantages and disadvantages for content marketers. While SEO costs less and is more sustainable, it’s much more challenging to attract traffic and to keep up with the content demand. And while PPC helps accurately target the right audience and positions you prominently in search results, you might have to make a larger investment and also compete with other advertisers in a bidding war. So, if you want to drive more sales, it’s crucial that you integrate the two instead of running separate campaigns at varying intervals. By doing this, content marketers can effectively boost…